Jump The Boards / J. Walter Thompson Canada
How do you bring to life Canada’s game, pride and hero in an ad?
This :60 second TV commercial for Tim Hortons captures the experience of Canada’s game, and the legacy of a brand that is synonymous with Canadian pride. The spot begins in Copps Coliseum in Hamilton, Ontario; the same city where former NHL player Tim Horton opened his first restaurant 50 years ago. Today, Tim Horton’s legacy lives on across Canada and for hockey fans everywhere.
The scene unfolds on the ice with the crowd erupting in cheer as the game starts. As players take the ice, we see NHL star and Canadian Sidney Crosby jump the boards, igniting all hockey players to do the same. As a perplexed camera crew, announcer, and referee look on, more people fill the ice, but for Tim Hortons the scene is of no surprise-- because nothing brings Canadians together and instills the country’s pride like hockey.